In a world full of content platforms, we spend more time choosing what to see than watching it.

That is why we always ask friends or family, in search of recommendations asking the same thing:

"What are you looking at"?

Leo Messi in Qatar 2023 took that question to another level, when he referred this way to the Netherlands player.

For this reason, we wanted to take advantage of it to create a platform that allows us to strategically communicate our titles, in an entertaining, interactive and culturally relevant way.

Introducing Bobot.

A chatbot with AI that impersonated the Netherlands' soccer player, and answered Messi's question, with series and film records to watch on Netflix.

During Qatar’s World Cup, enraged at a Netherlands’ opponent, Lionel Messi asked a question that travelled the world. Yes, the whole world talked about Messi’s question, but no one seemed to find an answer.

Until Netflix did….

We introduce Bobot.

A bot with AI that answered Messi’s question, with series and film recos to watch on Netflix. The campaign was launched with a commercial starred by Gastón Edul, the reporter that witnessed Lio’s question.

Few hours later, the bobot’s recos blew up on social and digital media platforms all over the world.

Through several QRs, people could ask the bobot a través de su mobile, what was it watching.

In a world where there are more and more content platforms, we waste more time choosing what to see than watching it.

That is why when we get together with friends or family, in search of recommendations, it is always the same:

"What are you looking at"?

Therefore, we wanted to take advantage of this insight to create a platform that allows us to strategically communicate our titles, in an entertaining, interactive and culturally relevant way. Taking advantage of the context of the cup, we quickly went out to answer the question that had the whole world in suspense.

We did a bot with AI that impersonated the Netherlands' soccer player,

and answered Messi's question, with series and film records to watch on

Netflix.

To communicate this, we developed a digital and OOH ecosystem, combined with a spot and actions with influencers, which not only achieved the objective of giving visibility to the campaign, but also boosted its organic success.

Communication channels provided us with over 175 million impressions.

Organically, our Hero piece achieved over 81.5K interactions just on Netflix's social media.

The digital and OOH ecosystem, combined with influencer actions, successfully achieved the objective of creating visibility for the campaign, but the organic success reflected in the bot is noteworthy, with over 700 messages exchanged by a single user.